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Data quality 'can influence success of email marketing campaign'
Jul 1 2011, 10:53 AM
Businesses might want to place a greater focus on data quality when engaging in an email marketing strategy.
Tim Roe, Director of Data and Deliverability at Redeye International, told Econsultancy that the style of the emails sent out to customers cannot be uniform.
This, he said, is because different people will have different types of relationships with a brand, which could determine how they should be approached.
For instance, Mr Roe said lapsed and dormant customers should not be addressed in the same way as a person who has only just made their very first purchase.
"Once the revenue potential from that activity has peaked, it will be time to look deeper into the data to achieve the results you need," he commented.
Mr Roe added that the means of targeting and segmenting people on email distribution lists are becoming "increasingly sophisticated and complex".
The advice came after the International Data Corporation revealed that businesses across the world are stepping up investment in customer relationship management applications.
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